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Marketing and Sponsorship

Cape Town Sports Bodies Oppose Ban On Alcohol Advertising

Cape Town sports associations are "opposing changes to the legislation that could see alcohol advertisements banned in sport," according to IOL. This follows a statement released by the Southern African Alcohol Policy Alliance announcing its "support for the ban on alcohol sponsorship of sport." A Liquor Amendment Bill which seeks to ban alcohol advertisements in broadcasting and also raise the legal drinking age to 21 is currently "before cabinet." SAAPA said that it is "aware of many other industries that would love to fund sport." The organization said, "The return value on the investment has been demonstrated by Sunfoil’s sponsorship of cricket. The alcohol industry can support sport -- but, by paying their tax to government and letting government sponsor and invest in sport." Provincial sports associations have disagreed. South African FA Cape Town President Bennett Bailey said that sport "would suffer should this ban go through to legislation." He said, "If there is a ban on advertising, that means alcohol companies would withdraw from sport. Sport will suffer because it’s difficult to get funding, especially in amateur sports" (IOL, 3/12).

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